Doan's Directory Of The United States
The pattern
This still is filed under Utility premium.
Define
The free thing is kept because it works (a calendar, a tool, a template) and the brand rides along.
Mechanism
Usefulness as media. Frequency of use is frequency of exposure. Distinct from a keepable card: here the object has a job.
Verdict
We can give something people will actually use next week.
Why it works
It uses a premium (a useful directory and almanac) to get advertising into the home. It packages the sales pitch alongside genuinely useful reference information so the user keeps it.
Steal this when
You want to create a reference piece that a prospect will keep on their desk or in their home, ensuring long-term exposure to your brand.